Mediating Effect of Marketing Communication in the Relationship between Entrepreneurial Orientation and Micro-Entreprise

Abstract:

Performance of micro-enterprises has been linked to entrepreneurial orientation (EO).
However, this cannot be viewed in a direct perspective as suggested in past studies
because this direct link accounts for a small 5.8% of performance with 94.2% unaccounted
for. Factors such as strategic flexibility, dominant logic, organizational culture and
competitive advantage play a critical role in mediating this relationship yet marketing
communication has not been considered in past studies. The study purpose was to examine
mediating effect of marketing communication on the relationship between entrepreneurial
orientation and firm performance using correlation design. The study was grounded on
entrepreneurial orientation, marketing communication and contingency theories. The target
population comprised 5700 registered micro-enterprises in Kericho County, Kenya…